McDonald’s turned to food bloggers to create the recipe for its new premium burger, the Maestro, in the Baltic countries.
The fast-food brand wanted to create a new product that would be relevant to the three Baltic countries—Estonia, Latvia, and Lithuania while attracting a young, urban audience who might not typically eat at the fast-food chain.
Related | OREO x Pokémon – Gotta Buy Them All!
It’s not easy, even for a global food giant, to fully understand the taste preference and mentalities of local communities. And that’s also not something Big Data can really help with. So when McDonald’s wanted to roll out a new regional burger in the Baltic countries, they turned to the most reliable source: local food bloggers.
In its latest campaign, McDonald’s begun by asking the question of what a burger made in the Baltics should taste like. The food bloggers provide the answers, describing common qualities of people who live in the Baltics: “Fiery as the Lithuanian temper,” “Sensitive like the Estonian soul” and “Crunchy: Latvians are born with a pickle in their hands.” Each quality is then linked to an ingredient of the new burger, such as spicy jalapeño peppers and juicy tomatoes, to create a new recipe that would be sure to satisfy the palate of the local communities. At the end of the ad, the influencers conclude that there is more that unites than divides them across their respective countries—as represented by McDonald’s burger.
CREDITS:
Brand: McDonald’s
Advertising Agency: TBWA Latvia
Production Company: Film Angels Production
Director: Janis Nords
DOP: Janis Jurkovskis
Creative Director: Edgars Stanga
Art Director: Inta Brūniņa
Account Director: Linda Erdmane Ozoliņa
You might also like
More from Featured
The Reality of Careers in Social Media: Insights from Hootsuite’s Latest Report
What’s it really like to work in social media? Hootsuite’s CMO, Elina Vilk, delves deep into the current landscape of …
Do Google SEO Tactics Work on Social Media?
Do the SEO tactics we use on Google also work on social media? In this article, Hootsuite's Inbound Marketing Strategist, Liz …
YouTube Is Testing AI-Generated Video Summaries
YouTube has recently started testing a new feature that automatically generates summaries of videos using AI.
Meta Prepares To Launch AI Personas To Retain And Engage Users
According to industry sources, Meta is preparing to launch its AI personas feature in an effort to increase engagement with …
TikTok To Discontinue TikTok Now, Its BeReal Clone
TIkTok is pulling the plug on TikTok Now, its BeReal clone, a little over nine month after it was first …
Miller Lite Created Beer Ice Cubes To Cool Your Beer
The Miller Lite Beer Cube Tray lets you freeze beer into small iced beer cans so you can keep your …
Meta Launches ‘Meta Quest+’ VR Subscription For $7.99
The new Meta Quest subscription will give you access to the top titles on the device every month. It costs …
New Feature Helps Creators Choose The Best YouTube Thumbnail
YouTube is trialling a new "Test & Compare" feature that helps creators choose the best YouTube thumbnail for their videos. The …
YouTube Is Adding AI-Powered Dubbing
YouTube is integrating the team from Aloud to help you dub your videos in other languages with the help of …
